ghd Leverages AI to Elevate Consumer Engagement & Drive Market Share Growth

ghd, a global beauty-tech leading brand, is strategically leveraging AI with the launch of the first of its kind AI-powered curl finder quiz. Designed to enhance business efficiency and elevate consumer engagement, this innovative tool for personalized curl solutions helps consumers choose the curl look they desire - because not all curls are the same - then recommends the perfect ghd Chronos Curve styling tool to get the look. ghd’s expansion into AI is poised to accelerate growth, attract a broader consumer base, and reinforce its position as a leading brand in the competitive beauty-tech sector.

The AI-powered curl finder quiz is a simple yet first of its kind AI tool that is reshaping the way customers discover their desired curl, demystifying that all curls are the same. Available on the ghd website, the AI-powered quiz features a wide range of AI generated hair looks across different hair textures, lengths and colors. By offering personalized solutions, the AI-powered curl finder quiz enhances the consumer journey and category consideration, reinforcing ghd's reputation for hair expertise.

In line with ghd’s unwavering commitment to authenticity, ghd uses AI strategically to elevate consumer engagement within the AI-powered curl finder quiz, but outside of the quiz, all imagery supporting the brand showcases real models with real hair, styled by ghd’s professional education team. Throughout the AI development process, the ghd professional education team played a crucial role in approving each look, ensuring the looks remain authentic and true to the artistry that defines the brand.

“The beauty-tech industry is undergoing a profound transformation, driven by the increasing integration of artificial intelligence” says Jeroen Temmerman, ghd CEO. “At ghd we are strategically integrating AI to enhance consumer experiences, education, and personalized recommendations - while staying true to our craft.

AI plays a strategic role in our new curl finder quiz, by helping users discover their desired curl look, but the essence of our brand remains rooted in real beauty. AI will never replace real hair. Authenticity remains at the heart of our brand, and we are committed to using real models and professional stylists across all campaigns and touchpoints. As we embrace the future, we continue to blend technology with authenticity, shaping the next chapter of beauty-tech and driving market share growth."

This customer-friendly quiz has been developed for the launch of the NEW ghd chronos curve collection - the latest innovations in the award-winning ghd chronos HD Technology category, designed to speed up styling* while protecting hair from extreme heat damage**.

Looking for a curler from the NEW ghd chronos curve collection but don’t know your tongs from your wands? Discover your curl crush today by using the new ghd curl finder quiz: https://www.ghdhair.com/us/curling-irons/curl-finder-quiz.

All styling products and tools are available on ghdhair.com and in the best salons, department stores.

* Vs. competitor curler set to 190°C. Lab test measuring time taken to form the same curl length (excluding max wand). 180-190°C for 26mm, 190°C for 32mm & conical. Lab test measuring time taken to form the same curl length.

** Extreme heat damage is a fractional wet tensile strength reduction per cycle above 0.005, measured over at least 100 cycles on brown Caucasian hair (a ‘’Strength Reduction’’)